As published in DM News
As the mobile phone continues to become the main communications device, email rendering on mobile devices have become a serious issue. Since many mobile devices only display text emails, email marketers have a challenging time separating their mobile users from their traditional email client recipients.
This segmentation will be necessary to ensure proper rendering of their messages to non-HTML friendly email clients. It will also be difficult for email marketers to determine the true open rate of their campaigns because of this growing user base.
What can marketers do to combat some of these issues? Mobile marketing messages need to be designed for text so that it can be read by a Blackberry or other device. This might bring people back a decade, but some of the same tactics will yield successful results. Marketers should use uncommon characters such as asterisks, equal signs, etc. to make...
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